China 618 Promotion without Li Jiaqi
- Chaileedo Press
- Jun 20, 2022
- 3 min read
With China's 618 promotion coming to an end, Li Jiaqi, who has been off the livestream for half a month, has not resumed. With different incidents of Chinese super-head anchors such as Wei Ya and the normalization of live broadcast marketing, the phenomenon of self-broadcasting by beauty brands will be increasingly common.
Recently, during the "Snack Festival" held in the live broadcast room of China's top sales anchor Li Jiaqi, the signal was suddenly interrupted without warning, and it was impossible to enter. Many consumers believe that "it was Li Jiaqi when he was introducing a certain coffee product, the coffee suddenly spilled, causing the live broadcast to be interrupted".
Later, Li Jiaqi posted on Weibo, a Chinese social platform, saying, "Because of a technical failure in the background, we are dealing with it urgently, please wait a moment." At that time, most netizens thought that Li Jiaqi would rebroadcast quickly.
But the news that came later was: Li Jiaqi posted again, "I'm very sorry, we can't continue the live broadcast tonight because of our internal equipment failure, everyone, please rest early, the products that have not yet been broadcast will be brought to you in our future live broadcasts. Thanks again."
Since then, Li Jiaqi has never broadcast live again. Moreover, Li Jiaqi's suspension of the broadcast coincides with the 618 big promotion event of China's e-commerce in the middle of the year. This is tantamount to "shattering news" for Li Jiaqi, who mainly focuses on live broadcasts, and beauty brands who are counting on the 618 performance.
According to statistics, in last year's 618 promotion, 180+ beauty products entered Li Jiaqi's live broadcast room, such as L'Oreal Paris, HR, Kiehl's, etc. On the first day of this year's Tmall 618 event, the highest number of viewers in Li Jiaqi's live broadcast room reached 150 million. In the live preview originally scheduled from June 5th to 10th, it is expected that a number of beauty products will also be launched. However, it was all disrupted by the suspension.
During the Tmall 618 promotion period, under the pressure of GMV, the major beauty brands are undoubtedly most concerned about "When will Li Jiaqi be able to rebroadcast", and if it cannot be rebroadcast during Tmall 618. "What should beauty brands do to make remediation?".
In fact, since Xueli, Wei Ya and other top Chinese anchors have been "banned" for tax evasion and tax evasion one after another, the phenomenon of brand self-broadcasting will become more and more common.
"Now the proportion of our brand self broadcast has gradually reached 60%, and the remaining 40% are influencers." The person in charge of Tiktok China Kwai e-commerce of Chinese skincare brand Forest Cabin said: The era of influencers sales has changed into the era of brand self broadcasting.
In addition, Chinese skincare brands such as Herborist and Dr.Yu also put their efforts into the brand's live broadcast room. For example, in Dr. Yu's last wave of 618 promotions, the brand launched an exclusive "8-piece gift" worth $31 in its live broadcast room.
Some people in the industry said: Influencer sales can increase sales in a short period, and brands can also use this for publicity. However, from the perspective of the long-term development concept, brand self-broadcasting can better ensure brand power and brand tonality.
With different incidents of Chinese super-head anchors such as Wei Ya and the normalization of live broadcast marketing, the phenomenon of self-broadcasting by beauty brands will be increasingly common. From January to December 2021, brand self-broadcasting will show an overall growth trend, with a 10% increase in market share; at the same time, brand self-broadcasting sales are in a state of rapid growth, with an annual growth rate of 494.8%.
As the direct provider of the lowest price on the entire network in China, self-broadcasting of beauty brands can be exempted from high cooperation fees. At the same time, it can also avoid the drawbacks that traffic and users cannot flow to the brand itself, and promote the brand to continue to make profits and grow rapidly. Under the blessing of various factors, brand self-broadcasting will become the core channel of normalized marketing and a necessary means of the brand store operation.
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